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UN 431 - IJRM. Koen Pauwels on Word of Mouth.
Word of mouth has long been one of marketing's most powerful tools, but marketers still struggle to understand what makes it effective. On this episode, we talk with Koen Pauwels, Professor of Marketing at Northeastern University and Editor-in-Chief of the International Journal of Research in Marketing (IJRM), about how word of mouth has changed from the early days of social media to the age of influencers and generative AI.
Pauwels' research offers several important lessons for marketers:
Word of mouth can dramatically outperform paid marketing.
Not all word of mouth is equal.
Influencer…
The skinny
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